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John B. Marek is a storyteller with dirt under his nails who weaves tales inspired by a lifetime immersed in nature. His insightful essays and award-winning fiction delve into the complexities of sustainable living, the heart of rural communities and the thrill of outdoor adventure. You can find more of his writing at johnbmarek.com.

On the highway that connects my off-grid mountain camp to my suburban home near Charlotte, there’s a billboard featuring the iconic Smokey Bear, accompanied by the tagline, “Only YOU Can Prevent Wildfires.” If you, like me, grew up in the ’70s, your immediate response might be to sing at the top of your lungs, “She ran calling wi-i-ldfire. She ran calling wi-i-ldfire. She ran calling Wi-i-i-i-i-ldfi-i-re!” (If you’re not a child of the ’70s, click here.) But a question comes to mind: When did the tagline change from “forest fires” to “wildfires,” and why?

Musical nostalgia aside, the change in Smokey’s message reflects a fundamental shift in understanding and managing wildfires. From viewing all fires as inherently destructive to recognizing their role in ecosystem health, this shift reflects advances in scientific knowledge and changing environmental realities. For decades, Smokey’s message was simple and absolute: All forest fires are bad, and it’s everyone’s duty to prevent them. This approach, while well-intentioned, overlooked the natural role of fire in many ecosystems.

Created in 1944 during World War II, when many firefighters were serving overseas, Smokey became the face of the U.S. Forest Service’s fire prevention campaign. His slogan, “Only YOU Can Prevent Forest Fires,” first appeared in 1947 and quickly became ingrained in the public consciousness. The anthropomorphic bear, with his ranger hat and shovel, became a powerful symbol of individual responsibility in protecting America’s forests.

In 2001, a subtle but significant change occurred when the slogan transformed from “Only YOU Can Prevent Forest Fires” to “Only YOU Can Prevent Wildfires.” This shift in terminology reflected the broader change in understanding and approach to fire management.

The reasons for this linguistic evolution are varied. The term “wildfire” covers a wider range of environments, extending beyond just forests to include grasslands, chaparral and other ecosystems that are susceptible to fire. This terminology also more accurately reflects the unpredictable and potentially dangerous nature of uncontrolled fires in natural areas. Additionally, it recognizes that not all fires in forests are destructive; some fires can be beneficial or are intentionally managed.

Today, fire ecologists and land managers recognize that fire plays a crucial role in many ecosystems. This understanding has dramatically transformed wildfire management strategies. Controlled burns, also known as prescribed fires, have become an important ecological tool. These intentionally set and carefully managed fires serve multiple purposes, including reducing fuel loads to prevent more severe, uncontrolled wildfires, promoting biodiversity by clearing understory vegetation, aiding in the germination of fire-dependent plant species and controlling invasive species and pests.

In some remote areas, land managers may even choose to allow naturally ignited fires to burn under close monitoring. This approach, known as a “let-it-burn” policy, recognizes fire’s integral role in natural cycles and can be more cost-effective than immediate suppression. As development increasingly encroaches on wildfire-prone areas, there’s also a heightened focus on creating defensible spaces around structures and communities, which involves strategic landscape design, careful selection of building materials and comprehensive community planning to reduce fire risk.

Technological advancements have transformed both wildfire management and firefighting capabilities. Satellite and drone technologies now offer real-time mapping and heat detection, enabling better tracking of fire spread and more efficient resource allocation. Advanced computer modeling can predict fire behavior by analyzing complex interactions between weather, topography and fuel conditions. Improvements in personal protective equipment enhance firefighter safety, while innovative water-enhancing gels and foams boost the effectiveness of water drops and help create more durable firebreaks.

Despite recent advances, wildfire management still faces significant challenges. Warmer weather has prolonged fire seasons, resulting in longer and drier conditions that increase fire intensity in many regions. Decades of fire suppression policies have caused dangerous accumulations of combustible vegetation in various areas. The expanding wildland-urban interface means more people are living in fire-prone regions, which heightens risks to life and property. Furthermore, public perception remains a challenge, as many individuals still view all fires as inherently destructive.

Now, when I pass that billboard on my mountain drive, I see more than just Smokey’s friendly warning. I recognize it as a symbol of how our understanding of nature has evolved, reminding me that sometimes the best way to prevent destructive wildfires is to make peace with fire itself.